Frederick Jace
In a world where competition is fierce and industries are brimming with countless players vying for attention, standing out has become an art form. In this crowded landscape, the challenge for businesses isn’t just to exist but to be noticed, valued, and preferred.
So, how do you stand out and position your brand as the optimal choice among a sea of other suitors?
Here are several strategies that, when combined, can yield powerful results:
- Embrace Authenticity
Brand authenticity is the alignment between what a brand promises and what it delivers. In other words, how true are you to what you claim?
Authentic brands are transparent about their practices, from sourcing materials to production processes and company ethics. This transparency instills confidence and credibility in consumers. At the heart of this authenticity, you’ll find consistency. Brands that consistently deliver their message across all touchpoints – be it marketing campaigns, social media interactions, or customer service – build a sense of reliability and authenticity.
Patagonia is a great example of a brand that’s made a commitment to authenticity and, as a result, has been able to stand out in the marketplace. The brand is known for its commitment to environmental sustainability (and all of its actions, internally and publicly reflect this pursuit). From using recycled materials to supporting environmental causes, the brand’s values are deeply integrated into its business model, resonating strongly with eco-conscious consumers.
If you want to embrace authenticity, it starts with getting very clear on what your values are and then figuring out how to tell stories that reflect these values to those outside your organization.
- Build a PR & Media Strategy
In order to garner attention on a consistent basis – which is necessary in order to stand out in a crowded space with lots of voices – you need a public relations (PR) strategy that includes earned media and owned media.
You can certainly do all of this in-house if you have the right people and resources, but it’s typically too intensive to handle completely on your own. It’s better to hire a tech public relations agency to streamline this aspect of your business for you.
A good public relations firm makes it much easier to get on the radar of key journalists, media figures, and news sites. And by working with a company that understands your brand and industry, you’ll get better results.
- Offer Exceptional Customer Service
Exceptional customer service goes beyond satisfying immediate needs – it cultivates lasting relationships. Customers are more likely to remain loyal to brands that provide outstanding service, even if cheaper alternatives exist. A satisfied customer becomes an advocate for your brand. This positive word-of-mouth marketing enhances your brand reputation and makes it easier to attract new customers.
There are plenty of resources out there to help you improve your approach to customer service. So rather than highlight a bunch of different tips, let’s take a look at a couple of companies that have leveraged customer service to stand out in their respective niches:
- Zappos: Renowned for its legendary customer service, Zappos empowers its representatives to go above and beyond for customers. They are known for their 24/7 availability, hassle-free return policies, and personalized interactions, fostering a loyal customer base. If you’ve never heard any podcasts or read any books about how their CEO prioritized customer service from the start, do yourself a favor and dive in. It’ll change the way you think about customer service.
- Ritz-Carlton: This luxury hotel chain has set high standards in customer service (and has become known for it). Every employee has the authority to spend up to a certain amount to resolve a guest’s issue without seeking approval, ensuring quick solutions and exceptional experiences.
You don’t have to mimic what Zappos or Ritz-Carlton does, but you should learn from their general approach. Find your brand’s customer service “personality” and embrace it.
Position Your Brand for Success
Sometimes entrepreneurs and business owners can fall for the myth that competition is a bad thing. They see a crowded industry and the negative thoughts start circulating through their minds. But in reality, being in a crowded industry can actually be a very good thing.
A crowded niche is a sign of high demand and opportunity. It means you’re on to something. However, you have to know how to handle it properly. And this is where generating exposure and visibility becomes so important.
Using some of the principles highlighted above, take the time to proactively build out a strategy that helps you emerge as the most attractive option in your space. It won’t happen overnight, but you can get results relatively quickly when you move with purpose.
